Contemporary Advertising / Edition 12

by William Arens, Michael Weigold, Christian Arens

Overview

Contemporary Advertising is perhaps the most popular advertising text on the market. It is known for its current, real-world examples and clear writing style. As a result of market feedback and the author's knowledge of current trends in the field of advertising, the seventh edition places an increased emphasis on Integrated Marketing Communications (IMC) and the role of IMC in planning advertising strategy.

Product Details

ISBN-13:	9780073381077
Publisher:	McGraw-Hill Companies, The
Publication date:	10/24/2008
Edition description:	Older Edition
Pages:	736
Product dimensions:	8.80(w) x 11.00(h) x 1.40(d)

Table of Contents

Part I: Advertising Perspectives

Chapter 1 The Dimensions of Advertising
Chapter 2 Economic, Social, and Regulatory Aspects of Advertising
Chapter 3 The Scope of Advertising: From Local to Global
Part II: Crafting Marketing and Advertising Strategies
Chapter 4 Marketing and Consumer Behavior: The Foundations of Advertising
Chapter 5 Market Segmentation and the Marketing Mix: Determinants of Advertising Strategy
Chapter 6 Information Gathering: Inputs to Advertising Planning
Chapter 7 Marketing and Advertising Planning: Top-Down, Bottom-Up, and IMC
Chapter 8 Planning Media Strategy: Finding Links to the Market
Part III: Integrating Advertising With Other Elements of the Communications Mix
Chapter 9 Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion
Chapter 10 Relationship Building: Public Relations, Sponsorship, and Corporate Advertising
Part IV: Creating Advertisements and Commercials
Chapter 11 Creative Strategy and the Creative Process
(and more...)